The Rule of Contrast

 
by John V. Guiliana, DPM, MS
Hackettstown, New Jersey

Hopefully you have been busy practicing the first three building blocks of the bridge to patient trust and your credibility….The Rules of Listening, Decisiveness, and Association.

Now for the next rule…The Rule of Contrast.

Although I knew of the Rule of Contrast, I recall how many years ago I really came to understand it. I was watching Johnny Carson on the Tonight Show. His guest that evening was the Girl Scout who sold the most cookies that particular year. She not only sold the most, but her sales surpassed her peers abundantly!

Johnny asked her to explain her secret. Her answer was an “Ah-ha” moment for me. Without saying it, her secret painted the perfect picture of the Rule of Contrast.

She claimed that she rang each door bell and politely asked the owner if they would like to make a $1,000 donation to the Girl Scouts of America. After the shocked owner replied with an unyielding “NO”, she would then ask: “well then, perhaps you would like to buy a few boxes of cookies”?

How brilliant! She gave the owner an option. One was unthinkable…the other was actually the objective.

What did I learn from this 14 year old girl? I learned the true meaning behind the Rule of Contrast. If you know what’s best for your patient, it’s up to you to persuade them to comply. We often just tell people what we want them to do. Instead, we should be telling people what we want them to do, as well as what could happen (the option) if they choose not to do it. This contrast is very persuasive.

In writing your scripts for the most common presentations, be sure to include the Rule of Contrast. Here are some examples:

Caregiver: “The orthotics will control the weakness in your feet and help eliminate the pain. They hopefully will help preclude the need for future surgery” (the less desirable option).

Caregiver: “This procedure will help eliminate the deformed portion of your nail so that recurrent infections (a less desirable option) will become less likely.”

Caregiver: “Regular professional care of your feet will help prevent the complications that diabetics are prone to, such as amputations” (a less desirable option).

Use the Rule of Contrast to induce compliance, not to scare patients. Remember that the difference between manipulation and persuasion is that when you manipulate, the patient’s best interest is not the objective. When you persuade, it is.

Continue practicing. Your bridge is now half way complete. Soon you will realize how powerful these simple rules are in getting your patients to accept your treatment plans…while at the same time making you a hugely successful care giver.

Next up…The Two-By-Four Rule

 

Dr. Guiliana is a nationally recognized speaker and author on topics pertaining to medical practice management. He holds a Master’s in Health Care Management and is a Fellow and Trustee of the American Academy of Podiatric Practice Management. He practices in Hackettstown, New Jersey and can be reached at John@soshms.com